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Amazon targets homebuyers with new TurnKey platform

Amazon will connect prospective homeowners with realtors while promoting its smart home products and services.

The e-tail giant is partnering with residential real estate services company Realogy Holdings Corp. to launch TurnKey in 15 U.S. cities. Realogy owns real estate brands such as Better Homes and Gardens Real Estate, Century 21, Coldwell Banker, ERA, and Sotheby's International Realty.

Consumers searching for a home can visit the TurnKey page on the Amazon site and then enter their information to be personally matched to an agent from a Realogy firm based on their specific profile. Once a customer closes on a home (Amazon does not play a role in the homebuying process), Amazon provides the Amazon Move-In Benefit, a selection of free Amazon Home products and services, including installation from local providers, worth $1,000 - $5,000 depending on the sale price of the home.

The benefit can include cleaning and handyman services, as well as a curated suite of smart home products, such as Echo Dot, Ring doorbell, and Smart Things hub. In addition, all participating customers receive a coupon good for 10% off up to $200 of eligible products shipped and sold by Amazon.

"Customers can be overwhelmed when moving, and we're excited to be working with Realogy to offer homebuyers a simplified way to settle into a new home," said Pat Bigatel, director, Amazon Home Services. "The Amazon Move-In Benefit will enable homebuyers to adapt the offering to their needs – from help assembling furniture, to assisting with smart home device set up, to a deep clean, and more."

“Realogy and our brands are always looking for ways to give consumers an awesome homebuying experience with a terrific real estate agent, and today's launch of TurnKey is a big part of that continued strategy," said Ryan M. Schneider, Realogy's CEO and president. "Realogy's great affiliated agents serve their clients during one of the most important moments in their lives, and Amazon's services and products can transform that moment to make it rewarding in a way no one ever has before."

Currently, Amazon Turnkey is available in the U.S. metro areas of Phoenix, Los Angeles, Sacramento, San Francisco, Denver, Tampa, Orlando, Atlanta, Chicago, Minneapolis/St. Paul, Charlotte, N.C., Dallas/Fort Worth, Houston, Seattle, and Washington, D.C.
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